Some strong stats pulled by Tumblr's Marketr team. Unclear if this is incremental demand but by these stats Tumblr use shows strong signs of awarness driving and intent.

33% of millennial users say Tumblr will influence their shopping decisions more than TV.

42% of users reblog products they want to buy.

41% of Tumblr users are more likely to consider a product reblogged by someone they follow.

35% of users have bought something in a post they liked on Tumblr.

Millennials on Tumblr find gift inspiration online but prefer to shop in-store. 46% prefer to shop in-store, 22% prefer to shop online and 32% prefer both.

via marketr "Tumblr Will Shape Holiday Purchasing Decisions of Millennial Users"
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